The British Army’s ‘Be the Best’ recruitment campaign is a lightning rod for cultural commentary and one of the longest-running and & most effective around, increasing registration +57% and growing applications by +120%. Winner IPA Effectiveness, APG Gold and UK Effie 2024.  


In this episode CMO Naomi Walter and Accenture Song’s Head of Strategy Amy Gilmore lift the lid on what it takes to consistently raise the bar and evolve, including:

  • The ‘reset’ moment that shock the foundations of the agency  
  • Why there’s nothing more powerful than a clear brief 
  • Get your intel: using deep ethnographic and qualitative research   
  • Spotting ‘aha’ strategic and creative breakthrough moments 
  • What a full-funnel idea looks like in practice 
  • Doing your reconnaissance: making senior stakeholders participants in the process 
  • How to balance the long and short every single day  
  • Why partnership is a team’s superpower 

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